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Contents

1 Introduction ........................................................................................................................ 5
3.1 Environmental Analysis ................................................................................................7
3.1.1 PESTEL........................................................................................................................ 7
3.1.2 Porters 5 Force Analysis.............................................................................................7
3.2 Value Chain .................................................................................................................. 7
3.3 The role of public sector tourism ..................................................................................7
3.4 Social and environmental impact of tourism ................................................................7
3.5 Micro Analysis ............................................................................................................... 7
4. The operations of Hilton ................................................................................................... 8
4.1 The history and background of industry .......................................................................8
4.2 Classify business activity ..............................................................................................8
4.3 The concept of intangibility of service delivery ............................................................8
4.4 The role of operations management within the supply chain with relevant models .....8
5 Protecting Assets ................................................................................................................ 9
5.1 Risk and opportunity cost..............................................................................................9
5.2 Cost benefit analysis .................................................................................................... 9
5.3 Design development and time planning of projects .....................................................9
5.4 The importance of key stakeholders ............................................................................9
6. Hiltons operations ..........................................................................................................10
6.1 Job specification, job description and define responsibilities ......................................10
6.2 Measure performance in a 24/7 environment ............................................................10
6.3 Extrinsic and intrinsic motivational factors .................................................................10
6.4 Appreciate organisational and industry culture ..........................................................10
6.5 Analyse working in a team .........................................................................................10
7. Managing variations in demand and supply....................................................................11
7.1 Marketing planning process ........................................................................................11
7.2 Service marketing mix ................................................................................................11
7.3 Identify the variables of demand ................................................................................11
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7.3 Estimate capacity of resort and market .....................................................................11
7.4 Design and developing new products .........................................................................11
7.5 Distribution and marketing channels ..........................................................................11
7.6 Pricing and promotion ................................................................................................ 11
7.7 People, processes and physical evidence ...................................................................11
8. Income generation and brand loyalty ............................................................................12
8.1 Discuss cost structure of hotel, tour operator, travel agent or ancillary business ......12
8.2 Pricing policy and techniques .....................................................................................12
8.3 Tariff structures local and international ......................................................................12
8.4 Cross selling and selling up ........................................................................................12
8.5 Identify techniques to maintain brand loyalty and customer recommendations ........12
9. Managing customer service.............................................................................................13
9.1 Customers and motivation aspirations and life styles ................................................13
9.2 Undifferentiated, differentiated, concentrated and customise strategies ..................13
9.3 Understand culture of the visitor ................................................................................13
9.4 Discuss service delivery systems................................................................................13
9.5 Analyse organisational culture ...................................................................................13
9.6 Principles of investing in staff, selection, induction, training and marketing ..............13
10. Improving productivity ..................................................................................................14
10.1 Inputs and outputs ................................................................................................... 14
10.2 Understand productivity in the context of hotel operations, tour operations, travel
agency operations, tourist board operations and ancillary service operations .................14
10.3 Measure productivity ................................................................................................14
10.4 Evaluate approaches to productivity improvement ..................................................14
11. Managing Quality .........................................................................................................15
11.1 Discuss what the organisation understands by quality .............................................15
11.2 Analyse customer perceptions of quality .................................................................15
11.3 Identify the logical approach to quality management ..............................................15
11.4 Understand principles of quality control ...................................................................15
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1

Introduction

When the human race started travelling around the globe, The Journey started for the Travel, Tourism and
Hospitality industry, so its one of the world largest and oldest industries. Also its a very large generator of jobs,
wealth and economic ladder. Apart from this, its also an important driver of the global economic recovery.
The reason financial report of WTTC1 states that US$6 Trillion dollars which is 9% of worlds gross domestic
product (GDP) and 260 Million jobs worldwide, either directly or indirectly involved in Travel & Tourism, Hospitality
Industry. This is almost 12 out of 1 job on the planet. The current trend on international tourism, as its always an
upmarket product and its always leading towards growth.
The following figures prove us that.
As per the UNTWO March 2012 Statistical barometer, over 100 countries around the world, including all the leading
destinations have reported the full year data of their International tourist arrivals for the year 2011. Out of these 100
countries 88 countries have reported a very positive results, which
is 85% of the total number of tourist arrived all over the world. 2 But
on the negative side 15 countries negative result which is 15% of
the full result. Globally a growth of 4.4% for the year 2011
comparing 2010, and a total number of 980 million people arrived
as estimated in January 2010.
Out of the 100 countries reported there International Tourist
arrival, the following countries have reported as a fastest growth.
Saudi Arabia +60%
Georgia +39%

Bhutan +39%
Sri Lanka +31%

Myanmar +27%
Palau +27%

Travel and tourism industries include whole lot of different sectors, Travel Agents, Hotel Accommodations, Catering
service, Attractions, Echo Tourism Etc. This report, we analyse the JW Marriot and Resorts.. A trend setter in the
industry, this report will produce you an inclusive analysis of Operational Management Practice of Marriot hotels
and resorts and its suggestion.
Also here we will give JW Marriot Hotels & Resorts detailed report of a strategic analysis on Business
environment, its future plans, and opportunity of moving to capitalize the market. Apart from this, we also intend to
discuss about effectiveness of operational activities and future improvements in globalisation and multinational
operations on its field.
Mechanism of
Travel and
Tourism Figure

Travel and Tourism

Travel Agents

Tour Operator

1.1

Transportation
Tourist Information and guiding
Service

Attraction

Accommodation and Catering

Hilton

Hotels and

Resorts

http://www.wttc.org/site_media/uploads/downloads/progress_and_priorities_2010-2011.pdf

http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_barom12_02_march_excerpt.pdf

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2 Over View of JW Marriot
JW Marriot founded the

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3

3.1

The macro and micro environment of the industry locally and internationally

Environmental Analysis

3.1.1 PESTEL

3.1.2 Porters 5 Force Analysis

3.2

Value Chain

3.3

The role of public sector tourism

3.4

Social and environmental impact of tourism

3.5

Micro Analysis

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4.

The operations of Hilton

4.1

The history and background of industry

4.2

Classify business activity

4.3

The concept of intangibility of service delivery

4.4

The role of operations management within the supply chain with relevant models

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5

Protecting Assets

5.1

Risk and opportunity cost

5.2

Cost benefit analysis

5.3

Design development and time planning of projects

5.4

The importance of key stakeholders

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6.

Hiltons operations

6.1

Job specification, job description and define responsibilities

6.2

Measure performance in a 24/7 environment

6.3

Extrinsic and intrinsic motivational factors

6.4

Appreciate organisational and industry culture

6.5

Analyse working in a team

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7.

Managing variations in demand and supply

7.1

Marketing planning process

7.2

Service marketing mix

7.3

Identify the variables of demand

7.3

Estimate capacity of resort and market

7.4

Design and developing new products

7.5

Distribution and marketing channels

7.6

Pricing and promotion

7.7

People, processes and physical evidence

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8.

Income generation and brand loyalty

8.1

Discuss cost structure of hotel, tour operator, travel agent or ancillary business

8.2

Pricing policy and techniques

8.3

Tariff structures local and international

8.4

Cross selling and selling up

8.5

Identify techniques to maintain brand loyalty and customer recommendations

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9.

Managing customer service

9.1

Customers and motivation aspirations and life styles

9.2

Undifferentiated, differentiated, concentrated and customise strategies

9.3

Understand culture of the visitor

9.4

Discuss service delivery systems

9.5

Analyse organisational culture

9.6

Principles of investing in staff, selection, induction, training and marketing

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10. Improving productivity

10.1 Inputs and outputs

10.2 Understand productivity in the context of hotel operations, tour operations, travel agency operations, tourist board operations and ancillary service operations

10.3 Measure productivity

10.4 Evaluate approaches to productivity improvement

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11. Managing Quality

11.1 Discuss what the organisation understands by quality

11.2

Analyse customer perceptions of quality

11.3 Identify the logical approach to quality management

11.4 Understand principles of quality control

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